Positive member response as Reformer Pilates rollout continues for Genesis

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  Jun 25, 2022

Genesis Health + Fitness is continuing its national Reformer Pilates rollout, which commenced in December last year with Windsor (QLD) as the first location.

To date, Genesis Windsor, Thuringowa (QLD), Caulfield (VIC), Maidstone (VIC) and Melton (VIC) have introduced Reformer Pilates, which will be followed soon by Box Hill (VIC) and Bull Creek (WA), which are both in the process of finalising their studio fit-outs.

In the coming 12 months, more Genesis clubs in Victoria, New South Wales and Western Australia will also launch Reformer Pilates.

Reformer Pilates is being offered by Genesis in a boutique studio environment at a fraction of the usual cost for these types of classes.

Accompanying the rollout is a restructure of membership levels at the clubs introducing Reformer Pilates. A new Premium Membership offering includes unlimited access to both Reformer Pilates and the small group training Coaching Zone, in addition to the standard gym classes and access.

“We’re delighted with the progress of the rollout,” said Genesis Health + Fitness National Reformer Pilates Program Manager Beth Feigl.

“It’s not just the number of sites we’re happy with, it’s also the way the new offering is being received by members – and that’s what is truly important.”

At Genesis Windsor, for example, Premium Memberships now account for 15% of total memberships, with most members completing an average of three of more Reformer Pilates sessions per week.

Meanwhile, at Caulfield, Reformer Pilates classes have been fully booked with waitlists for most sessions from the date of launch.

“At Genesis Caulfield, for example, we have a huge mix of members from teenagers through to active seniors in their mid-70s and most are long-term members who have been with the club for more than two years,” said Beth.

“I think it’s no surprise that Reformer Pilates is doing so well there. Thanks to the unique nature of the reformer machine, it can be both challenging for those who want that and supportive for those who need it – so it’s a form of exercise that bridges the age gap and offers benefits for everyone. That’s what we hoped for when we designed this rollout and it’s great to see it’s working.

“We’re so excited to continue the rollout through this year and into 2023 and regularly add more Reformer Pilates locations to our network.”

For more information visit: https://www.genesisfitness.com.au.

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